Role Purpose:

Lead the company’s reputation, advocacy, and content amplification agenda by driving key partnerships, and integrated campaigns to strengthen brand trust and influence.

This role shapes advocacy strategy, builds scalable frameworks, and ensures impactful content and partnership initiatives deliver measurable brand and business outcomes.

 

Key Responsibilities:

Advocacy Strategy & Planning Strategy Leadership

  • Define and lead integrated digital advocacy strategy aligned with brand and business objectives

  • Drive innovative advocacy campaigns to strengthen brand awareness, engagement, and conversion impact

  • Collaborate with Brand, Strategy, Legal, and Corporate Affairs teams to translate product and category insights into advocacy-driven communication strategies

  • Design and implement advocacy initiatives that strengthen brand credibility and trust

Content Amplification & Campaign Leadership

  • Conceptualize and oversee the creation of engaging, insight-led content

  • Identify high-performing organic content and amplify strategically through paid media

  • Leverage social listening insights to shape data-driven campaign narratives

  • Empower creators and partners to deliver content aligned with brand positioning

Community & Opinion Leader Engagement

  • Plan and execute community-based and opinion-leader initiatives across parenting groups, forums, online communities, and relevant networks

  • Build and maintain relationships with key voices and communities aligned with brand positioning

Brand Advocacy Framework Development

  • Develop and continuously refine the Brand Advocacy Playbook, including:

  • Communication angles and narratives

  • Partner engagement guidelines

  • Publishing cadence and governance

  • Measurement and evaluation models

Content Partnership Leadership

  • Lead collaboration with media platforms, key partners, and community networks to develop co-created content initiatives

  • Negotiate, plan, and oversee partnerships to ensure alignment with brand identity and messaging

  • Supervise agency and partner execution to ensure quality, consistency, and cost efficiency

Performance & Optimization

  • Define advocacy KPIs and measurement frameworks aligned with brand and commercial goals

  • Translate data and insights into strategic recommendations to improve effectiveness and ROI

  • Build learning agenda to scale successful advocacy approaches

  • Monitor and analyze campaign performance across key metrics:

  • Reach and engagement

  • Sentiment and brand favorability

  • Earned media value and advocacy impact

  • Translate insights into optimization recommendations

Innovation & Capability Building

  • Identify emerging trends across social platforms, community ecosystems, and advocacy models

  • Drive experimentation and pilot initiatives to keep the brand at the forefront of advocacy innovation

Crisis Management & Reputation Leadership

  • Lead crisis preparedness and response strategy, including scenario planning and governance

  • Act as key advisor to leadership on reputational risks and communication approach

  • Oversee issue monitoring and ensure timely escalation and decision-making

  • Drive post-crisis evaluation and learning integration

 

Scope of impact: 

  • Direct influence on brand reputation and public trust

  • Ownership of advocacy strategy and content partnership agenda

  • Cross-functional impact across Marketing, Corporate Affairs, Media, and Customer teams

 

Decisions rights: 

  • Recommend and shape partnership strategies

  • Lead coordination during reputation or crisis situations

  • Guide communication direction and advocacy priorities

 

Key stakeholders:

  • Internal: Brand Team; Corporate Affairs; Media Team; Strategy Team; Legal & Compliance; Customer Service, …

  • External: Platform partners; Content and community partners;; Agencies (social, PR, creative), …

  • Reporting to: Head of Integrated Marketing Communications

 

Basic Qualifications

  • Bachelor’s degree in Communications, Marketing, Sociology, or related disciplines

  • Experience in brand advocacy, content partnerships, or reputation-related roles (years calibrated based on level: Manager vs Senior Manager)

  • Strong ability to translate consumer and category insights into advocacy strategies and content programs

  • Experience developing advocacy frameworks or playbooks is a strong advantage

  • Proven stakeholder coordination and project management capabilities

  • Creative, analytical, and results-driven mindset

  • Proven ownership of complex advocacy or content initiatives with documented case studies demonstrating strategic impact and measurable business or brand outcomes.

 

Core competences: 

  • Strategic thinking; Stakeholder influence; Judgment under pressure; Collaboration and agility; Communication excellence

 

Success Indicators:

  • Positive brand sentiment and reputation metrics

  • Effectiveness of partnerships and advocacy initiatives

  • Readiness and responsiveness in sensitive situations

  • Content and channel performance

 

*** Please note that only qualified profiles will receive a reply and be contacted for an interview due to the large number of applications Vinamilk receives. Thanks for your attention and application!